Edelman HealthLatin AmericaCAPABILITIES

2011

Focused service of a boutique agency… depth and breadth of knowledge and experience of a big agency

2010 AGENCY OF THE YEAR

AWARD WINNING

INNOVATIVE INDUSTRY DEFINING RESEARCH & IP

TOP 10 AGENCY OF THE DECADE

PR AGENCY OF THE YEAR

2010’S BEST PLACES TO WORK

AGENCY OF THE DECADE

Edelman is different#1 INDEPENDENT - FAMILY OWNED SINCE 1953

Edelman – Trust Barometer

3Rising Influence of NGOs2001

Fall of the celebrity CEO2002

Earned media more credible than advertising2003

U.S. companies in Europe suffer trust discount2004

Trust shifts from “authorities” to peers2005

“A person like me” emerges as credible spokesperson2006

Business more trusted than government and media2007

Young influencers have more trust in business2008

Business must partner with government to regain trust2009

Trust is now an essential line of business2010

Edelman – Health Barometer

70%

I am becoming more actively engaged in Health Issues

It’s increasingly important that Companies and Organizations involved in health engage with me

63%

75%

It’s increasingly important that Health Products and Services engage with me

Ou pioneering approach

5

Define

Determine the client situation, business landscape, and communications objectives based on client’s desired outcomes.

ExploreBegin to Navigate the Complexity. Listen with Intelligence to understand the communications environment, stakeholders and cultural context; gain insights.

StrategizeLeverage insights to develop hypothesis and an overarching approach to meet desired outcomes.

IdeateDevelop the galvanizing idea that brings the strategy to life and develop the expression of the idea through narrative, creative content, channel planning and other tactics

Activate Engage with your publics by using any or all of the behaviors of public engagement.

EvaluateMeasure achievements against program objectives, and client’s desired outcomes. Refine and reshape program as needed.

Consumers’ insights

Industry knowledge

and expertise

Strategic thinking

Creative concepts Pioneer Thinking + + + =

The Edelman global footprint

LATIN AMERICA

Buenos AiresMexico CityMiami

Chile Colombia Costa Rica Dominican Rep

Ecuador GuatemalaPeru Puerto Rico UruguayVenezuela

Edelman Affiliates

São PauloRio de Janeiro

Edelman Offices

EUROPE & THE MIDDLE EAST

Abu DhabiAmsterdamBarcelonaBerlinBrusselsDublinFrankfurtHamburg

AthensBratislavaBucharestBudapestCopenhagenHelsinkiIstanbulJohannesburgLagosLisbon

Lysaker PragueReykjavikRigaSofiaTallinnTel AvivViennaVilniusZurich

Edelman Affiliates

Edelman Offices

LondonMadridMilanMoscowMunichParis RomeStockholmWarsaw

ASIA PACIFIC

BangaloreBeijingGuangzhouHong KongJakartaKuala LumpurMelbourneMumbai

AdelaideBangkokBrisbaneChengduDalianDoha

ManilaNanjingPerthWuhanWellington

Edelman Offices

Edelman Affiliates

New DelhiSeoulShanghaiShenzhenSingaporeSydneyTaipeiTokyo

NORTH AMERICA

Atlanta Austin ChicagoDallasHoustonLos AngelesMiamiMontrealNew YorkOrlando

Edelman Offices

Portland SacramentoSan FranciscoSeattleSilicon Valley TorontoVancouver Washington, D.C

.

GLOBAL REACH WITH LOCAL FOCUS

The Edelman Latin America footprint

Miami/ RegionalHarold Hamana, Senior Vice President Latin America/Regional Practice Lead, Health

Silvina Szelepski, Director, Health

ArgentinaAllan McCrea-Steele, General Manager

Carolyn Santillan, Director, Health

MexicoTim Scerba, General ManagerSenen Marin, Director, Health

BrazilYacoff Sarkovas, CEO, Brazil

Leticia Lyra, Deputy General ManagerCarolina Lobo, Manager, Health

Gail BeckerChair, Canada, Latin America and

Western Region, US

Fast Facts:

300+ employees5 officesQuality Program20+ years in the region

Affiliates:

• Chile• Colombia• Ecuador• Paraguay• Peru• Uruguay• Venezuela• Central America

Practices:

• Brand Experience• Consumer • Corporate• Digital• Health• Public Affairs• Technology

Edelman Argentina

8

#5International PR

agency

8Business Units

45 +Employees

14Years in the

country

Some of our partners

Edelman Brazil

9

#1International PR

agency

10Business Units

130 +Employees

14Years in the

country

Some of our partners

Edelman Mexico

10

#1International PR

agency

6Business Units

63 +Employees

16Years in the

country

Some of our partners

Edelman Miami/ Latin America

11

Regional hub

4Business units

12Bilingual

employees

11Years in the market

Some of our partners

Edelman practices

12

Consumer

Public Affairs

TechnologyHealth

Corporate Affairs Digital

Our experience encompasses all of the health arena

13

Health Specialties

Rx & OTC medicines

Digital health

Advocacy & stakeholder

communications

Pre, launch and post-

launch communicatio

ns

Bioscience Communica

tions

Health Media

Food & Nutrition

Medical devices and equipment

Corporate & Institutional

Affairs

Edelman services in biotech communications

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• PA & PR online/offline strategies to shape public health and policy

• Disease awareness and issues campaigns

• Stakeholder mapping, engagement and education about biotech

• Advocacy campaigns development

•Employee education and engagement strategies to understand companies‘ strategic investment in biotech (marketing, management, sales force, call center)

• KOL development & medical education

• Patients, payer and provider communications

• Clinical data communications – efficacy & value Brand

Communications

Employee Education

Market Shaping for

Product Uptake

Stakeholder and

Influencers Outreach

Events Social Networking

Allies Mobile Campaigns

Content

PodcastsVídeosGames Widgets

Relationship with bloggersWebinarsAlliances

Sponsorships

External AuditWeb SitePublicity

Online Media

Intranet Internal Audit

Internal BlogsPodcasts

Wikis Internal Manual

WorkshopSocial Media IntranetDigital Spokesperson

External Blogs Social Network for employees

Mobile communication

Establish Online Presence Generate Content Involve influencers Empower the

community

ONLINE MONITORING & RESEARH

INTE

RNAL

EX

TERN

ALDigital health services

Edelman is different because of

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Our ability to navigate an evolving environmentOur understanding of trust – how it is earned and

protectedOur leadership in engagement in health and beyond

Our commitment to Good Purpose for businessOur integrated family of professionals

Our proven ability to drive client objectives – seamlesslyOur Engagement Framework, tools and resources

OUR WORK

BHC – World Contraception Day – CSR experience

BUSINESS CHALLENGE•Latin America shows a high rate of unintended teen pregnancies due to myths and lack of access to information and contraceptives by the younger generations.

OBJECTIVES• To raise awareness and improve sexual and reproductive health education to prevent the high rates of teen pregnancy in Latin America• To improve awareness of contraception in Latin America to enable young people to make informed decisions on sexual and reproductive health and prevent unplanned teen pregnancy and sexual transmitted-diseases (STDs)• To position Bayer as a leader in women’s health education among key stakeholders in Latin America

STRATEGY•Secured partnership with MTV Latin America and the Pan American Health and Education Foundation to jointly execute a 360 campaign to reach out to right target audience through their preferred vehicles of communications.

RESULTS•To date, about a thousand top-tier media placements in print, broadcast, online media outlets have been accomplished throughout the region, including: CNN in Spanish, NTN network, Glamour, Seventeen, Tu, MTV, etc. reaching out to millions of Latin Americans.•10 Latin American Bayer affiliates coordinate local activities, six out of which managed to turn September 26 as the official Unplanned Teen Pregnancy Prevention day.•Additionally, thousand of teenagers were reached through the different social media and digital platforms as well as through the MTV capsules, call-to-action spots and on-air show.

Regional case study

The global fight against tuberculosis – Event organization

BUSINESS CHALLENGE• Organize an impactful participation for Lilly in the World Tuberculosis Forum, promoted by the STOP TB Partnership, an arm of the World Health Organization (WHO) dedicated to combating tuberculosis globally.

OBJECTIVES• Give visibility to Lilly in the forum, held in Brazil for the first time in 2009.• Position the company as a leading world player against tuberculosis.

STRATEGY• Organized a roundtable with the participation of several key opinion leaders, including the United Nations special envoy in the fight against tuberculosis, top physicians, officials of the Brazilian Ministry of Health and advocacy groups leaders. Edelman also developed all the marketing materials to announce the roundtable, engaged the forum participants to attend the roundtable and conducted media outreach, inviting journalists to cover the event.

RESULTS• Secured high attendance to the roundtable, gathering more than a hundred people.• Generated awareness about Lilly’s initiatives to combat tuberculosis.• Generated media coverage on national media outlets.

Brazil case study

Awareness about depression and pain - Media relations

BUSINESS CHALLENGE• The diagnosis of depression is not always easy. It becomes very difficult when the main symptom presented by the patient is pain. As a result, a lot of people with painful symptoms will not be relieved unless their depression is detected and treated properly.

OBJECTIVES• Raise awareness of the link between pain and depression• Encourage people to detect depression

STRATEGY• Took advantage of Dr. Stephen Stahl’s (a global KOL on depression) visit to Brazil and arranged an exclusive interview with Veja, Brazilian top weekly magazine. Prior to the interview, Edelman provided the journalist with comprehensive information and background on depression and developed a compelling pitch letter. The journalist understood the relevance of the issue and accepted the suggestion to interview Dr. Stephen Stahl personally.

RESULTS• A two-pages story published in Veja, the top weekly magazine in Brazil, reaching around 5 million people. • Strengthened the relationship between Lilly and Veja magazine.• Leveraged Dr. Stahl’s visibility, securing a very positive media coverage in a very prestigious outlet.

Brazil case study

21

BUSINESS CHALLENGETo shape the biotech regulatory framework discussions in Mexico to gain prefer market access to innovative biotechnological medicines

OBJECTIVETo educate physicians and patients about safe biotech medicines.

STRATEGYEdelman Latin America designed a campaign umbrella called “The Safe Biotech Initiative” educational program (or Biotecnologicos Seguros in Spanish) in partnership with the Pan American Health and Education Foundation to serve as an umbrella reputable platform to create the Mexican Biotech Council to educate key stakeholders about biotech medicines and the introduction of the regulation and its potential impact on their health and their access to safe biotech medicines.

RESULTS•To date, the Mexican Biotech Council has worked with the Mexican regulatory authorities to provide their recommendations on the current draft of legislation. Additionally, drawing upon their technical expertise, the advisory board also has produced four educational papers intended for patients and other four for educating general medical practitioners.•Several educational workshops and meetings with hospitals, key medical societies and patients groups in the areas of oncology, rheumatology, endocrinology, diabetes, cystic fibrosis, transplants have taken place. •Also, Edelman led three media workshops on the topics that have resulted in several media placements in Mexican top-tier print, broadcast and online outlets.

PAHEF-EDELMAN – Leading the biotech debate

Regional/Mexico case study

22

BUSINESS CHALLENGESocial stigma against HIV/AIDs patients.

OBJECTIVETo change the concept: SEROPOSITIVE into BE POSITIVE.

STRATEGY•Give a human face to HIV/AIDS and raise awareness about the disease under the "OK" hand signal.•Build alliances with NGO’s, specialists, celebrities and activists to join the campaign and serve as ambassadors.

RESULTS• “Ser Positivo” campaign won the MSD Best Practice Around the World 2010 • 21 PhDs, three NGOs, 23 media outlets and nine celebrities joined the Campaign.• Ten Billboards were located in Mexico City, Guadalajara, Monterrey and Veracruz

MSD - Changing the concept SEROPOSITIVE into "Be

Positive"

Mexico case study

Buenos Aires Opening

BUSINESS CHALLENGE• Develop communication tools from a local relevance• Create a consistent pre-engagement program to outreach key stakeholders• Organize high-impact marketing & PR events to introduce the new Medtronic facilities in Buenos Aires

OBJECTIVES • Supporting the leadership positioning of Medtronic in Argentina and the Region• Establish Medtronic as a leader in the medical industry • Present Medtronic new offices and training center

STRATEGY• Strengthen the relationship between Medtronic and its stakeholders• Alleviating Pain – Restoring Health – Extending Life

RESULTS• 6 exclusive interviews• 100% impact on target media• 230% of ROI• $75.000 of Ad equivalence and 300.000 impressions

Argentina case study

BUSINESS CHALLENGE• Coordinate the press office during the Congress.• Work on a new experience in local events: the SOLACI Congress Newspaper “SOLACI DAILY”

OBJECTIVES • Raise awareness, through media outreach, about the importance of the treatment and control of the cardiologic diseases• Promote the SOLACI – CACI Congress 2010• Develop the SOLACI DAILY 1st edition

STRATEGY• Edelman developed a comprehensive communications strategy divided into 3 phases: pre-congress, congress and post-congress.

RESULTS• 11 exclusive one-on-one interviews with the SOLACI Committee were coordinated to leverage the event and generate media coverage• 35 articles• 100% impact in target media, 100% of them mentioned SOLACI speakers• 95% mentioned the SOLACI – CACI Congress

SOLACI – CACI CONGRESS 2010

Argentina case study

Thank you…